During the day, between 9 a.m. and 4 p.m., the internet is the primary source for those seeking sports information - cited by 34.9 percent of respondents in a new Burst Media survey of some 6,700 web users 18 years and older. And during the morning hours, before 9 a.m., the Internet (21.1 percent) comes close to local newspapers (22.8 percent) as the primary source for sports info. More than half (51.7 percent) of survey respondents say they use the internet to access sports-related content, and 23.8 percent say they do so frequently for that purpose.

During the late afternoon/early evening, television (30.5 percent) and the internet (29.4 percent) are the most popular media for accessing sports-related content. After 7 p.m., TV is the most popular source (44.9 percent), with 20.1 percent citing the internet as their primary source.

Men are greater consumers than women of sports related content online, 64.7 percent versus 39.1 percent. A majority of all male income segments consume sports content online. Moreover, men who access online sports information are more likely to research online home electronic products than men who do not: (38.2 percent versus 33.3 percent).

Women who consume online sports content are also more active (than women who do not) as online shoppers for many product categories, particularly home electronic products (31.8 percent versus 20.1 percent); music CDs and MP3 downloads (41.0 percent versus 30.5 percent); and automobiles (23.4 percent versus 16.9 percent).

More than half (51.8 percent) of respondents who access sports content online say they check sports scores, and 42.8 percent say they read sports-related news stories.